• by Gavin O'Malley  @mp_gavin, November 4, 2009

Despite recent signs of increased consumer confidence, 55% said the economy was still affecting major holiday purchase decisions, according to a survey conducted by About.com in September. Among the 1,056 participants, discount/coupons, free shipping with online purchases, and free gifts with purchase were ranked as the top three most compelling online holiday ad messages.

Consumers, the study found, are also shopping early for the holidays this year so they can do more comparison and less impulsive shopping. By September, 40% of respondents said they were already shopping for the holidays, while 40% said they planned to start their shopping in October and November.

Because of the economy, consumers are likewise spending more time shopping online and looking for deals this holiday season compared to last year. Nearly half -- 46% -- reported doing more comparison shopping online before purchasing in-store.

Specifically, 37% of respondents are looking for free shipping for online purchases, while 24% are looking for coupons online.

Meanwhile, 32% plan to wait for popular promotional times, like Black Friday, to execute purchases.

What sort of gifts are consumers looking to buy? Half -- 50% -- plan to purchase clothing, shoes, and accessories, while 38% plan to purchase electronics, computer, and video games.

The About study also asked what travel plans consumers had this season. Given the fact that people are still in "saving mode" due to the economy, 76% of respondents said they are not traveling or are less likely to travel for the holidays this year, according to About.

More broadly speaking, "people are still vacationing, however the way they travel is changing," according to the study.

Specifically, consumers are researching online more often and decreasing the amount of money they spend on their trips. Compared to last year, 40% are increasing the amount of time spent researching online to help plan their vacations and 57% are decreasing the amount of money spent on trips.

Similar to product purchases, discounts/coupons on airfare, hotels and all-inclusive packages were ranked as the top three most compelling travel ad messages.

To help reduce the amount of money people spend on vacations, 46% are researching online for deals, while 45% are taking local trips and participating in local activities.